With our premier release of ultra-high quality streetwear, YOW is embracing the motto that's been motivating much of what we do these days: "For Fun's Sake". After all, we don't take life too seriously. We're here to do what makes us feel good, with people we like - and we want to look good while doing it. 

So we've collaborated with artists, surfers and skaters in our community to create clothes inspired by the music, designs, and culture we love. 

For this design, Mercedes Bellido has turned to Japanese folklore to create an elegant and harmonious layout. Its imagery is serene and idyllic, but full of occult symbolism that references both the eternal and ephemeral.

BAKENEKOS: Two bakenekos (化け猫, "changed cat") feature prominently in the center, and they are a form of Japanese yōkai, known as spirits or apparitions. In this case, the bakenekos are mischievous feline phantoms that grow more tails when they live for more than 100 years.

CHERRY BLOSSOM: Also known as sakura (桜 or 櫻), the cherry tree is an iconic part of popular Japanese culture. The short-lived bloom of the cherry blossom each spring is deeply symbolic, as it is associated with the fleeting nature of time, beauty, and life itself.

OUROBOROS: Originating in Ancient Greek magic (οὐρά 'tail' plus -βορός '-eating'), the ouroboros is the striking symbol of a serpent eating its own tail, an endless circle that represents the cycle of life and death repeating forever.

MOUNT FUJI: As a cultural icon of Japan and a UNESCO World Heritage site, Mount Fuji is profoundly meaningful to many people. And as a mountain, it’s an ancient symbol of eternity as mountains typically take millions of years to form.

LUNAR PHASES: A classic nod to the cyclical nature of time and the revolution of the moon around the earth.

• Regular fit
• 100% organic ring spun combed cotton
• 180 GSM
• Front & back print